Dyson: Intellectual Property and Innovation Management - Essay Example

? Dyson, Intellectual Property and Innovation Management Introduction “The of James Dyson has become a byword for the entrepreneurial inventor and the developer and defender of new technology, whether it be in the design studio or the High Court” (The Engineer, 2001). The Popular Science magazine tells a story about James Dyson being on the ceremony to accept the high honor of Commander of the British Empire, bowing before the Queen Elizabeth II (Popular Science, 2004, pg. 123). When Her Majesty asked what he did for living, he explained that he was the inventor of the Dyson Dual Cyclone Vacuum Cleaner (Popular Science, 2004). She exclaimed “Really?” and informed him that they have dozens of them around the palace (Popular Science, 2004). This story brilliantly shows till what extent Dyson became the part of our daily life and culture. The story of trials and success of Dyson – the person and the company - is worth studying through, analyzing and extracting valuable business lessons. 1. Carry out a patent search for Dyson's work. Write up the results as a summary review, commenting on the dates the patents were filed and the innovations described. What conclusions can you draw from this? While studying at the Royal College of Art in 1970 James Dyson launched his first product, the Sea Truck. (Wilmshurst, Mackay, 2002, pg. 68). Few years later as a substitute to the conventional wheelbarrow came the innovative Ballbarrow that brought its inventor success, fame and leading position on a market (Wilmshurst, Mackay, 2002). The following major inventions were the Wheelboat, that is able to travel on water and on land, and Trollyball – effective boat launcher (Wilmshurst, Mackay, 2002). The essential adjustment of almost every upright vacuum cleaner which is called the integral hose – is also a Dyson’s invention (Wilmshurst, Mackay, 2002). The most prominent idea in his life – idea that led to creation of a dual cyclone household cleaner – came to him in 1979 when he was 31 (Wilmshurst, Mackay, 2002). Surprisingly, this idea was first implemented and produced in such an industrialized and progressive country as Japan and what surprises even more – it became there, in the homeland of high-tech products, the status symbol appliance (Wilmshurst, Mackay, 2002). In 1991 Dyson’s vacuum cleaner, known as G-Force and being sold $2000 for a piece, won the International Design Fair prize in Japan. His latest inventions - Air Multiplier and Air Blade - are extravagant and futuristic show-stoppers as well. This is an official and well-known story of Dyson’s early inventions. However deeper and particularized look at the details of their “birth” can give even more information for the proper understanding of the ways that led him to success. According to the Patent Database (IPL – Intellectual property Library) James Dyson filed a patent for a Ballbarrow in 1976 first in US, then in Canada. The same way he acted during the patenting of the convertible vacuum clearing appliances in 1980. Most of his inventions have followed the same pattern. Looking though the information concerning patented innovations it can be easily noticed that between the years of major inventions there were a lot of patents filed to protect little adjustments to already existing devices or minor changes in them. For example each addition to the bagless vacuum cleaner, such as cyclone separator, improved control valve, upright appliance, appliance for conversion the vacuum cleaner into upright or cylinder type, and so forth, was covered with patent. Dyson constantly conducted the process of improvement, adaptation and finding innovations to the existing products and patented along with major inventions all the little adjustments, combinations and more extensive improvements to them as well. James Dyson apparently timely realized that key to long-lasting success lays in intellectual property identification, in particular patents, as a methods to safeguard his interests. To finalize the image Dyson’s approach I would like to quote the words of Nigel F. Piercy, how he characterized this strategy: “Dyson took the gamble of getting patents registered in every country that he could afford, and then trawled the world looking for licensees to manufacture the product” (Piercy, 2001, pg. 333) 2. Comment on the applications of the patents in terms of products which are now available commercially. In particular, consider the timescales for product development and how the products have evolved. By all means comment on other factors which you consider to be important too. According to Kalanje it is generally accepted nowadays that technological innovation in current highly competitive business environment is the major determining factor for the success of an enterprise (Kalanje). Hence proper and wise management of the innovations is crucially important for the surviving and thriving in the realities of today’s economy. (Kalanje). Kalanje offers to view technological innovation as the dynamic process that consists of a few stages, starting from the idea and up to the successful implementation and marketing of the improved or completely new product (Kalanje). All big manufacturers and investors turned down Dyson’s idea (Bolton, Thompson, 2004, pg. 135). He spent five years and huge amount of effort building 5127 prototypes until he managed to bring his first bagless vacuum cleaner to the market (Wilmshurst, Mackay, 2002, pg. 68). This created some income flow for Dyson, but to achieve this he had spent another seven years (Bill K. Bolton, John Thompson, 2004, pg. 135). Taking into account also the fact that once the protection power of the patent expires after 20 years, the product can be freely copied or imitated, some essential patented innovative changes and additions to the existing inventions can prolong the authentical life of intellectual property. In their book “Entrepreneurs: talent, temperament, technique” Bolton and Thompson explain that Dyson continued “to improve designs to extend his patent protection” and that once he admitted that “with hindsight I didn’t patent enough features” (Bolton, Thompson, 2004, pg. 135). Dyson risked everything when decided to put the money from the Japanese license for opening of the factory and research center in UK (Hollensen, 2009). There started his successful walk in the European market; there he met unexpected hardships in form of being almost bankrupted because of the legal costs for establishing and protection of his patents (Hollensen, 2009). His current competitors (and once those who in the beginning of the story rejected his innovative conseption of bagless vacuum cleaner) tried to steal this idea. Thus Hoover presented the public his Triple Vortex vacuum cleaner in which he copied the essential parts of the Dyson’s bagless vacuum cleaner and Dyson accused him in patent infringement (The Telegraph, 2001). Hoover insisted that in their new device they used nothing that was not generally known within the industry, and though Triple Vortex consisted of the three cyclones that recirculated the dusty air between them, it did not perform the filtering function thus there were no infringement of the Dyson’s patent (The Telegraph, 2001). It seemed that even the obvious fact that Dyson made more than 5,127 prototypes and spent 15 years of his life to design this unique cleaner meant nothing. In the court James Dyson reminded the judge that before his vacuum cleaner nobody in this field had commercially offered a bagless ones and underlined that he was hoping for much stricter interpretation of the patent (The Telegraph, 2001). Eventually Dyson won this battle against his main rival. The farsighted approach which Dyson remained faithful to actually saved his business. Due the wise management of intellectual property Dyson’s innovations were protected and now proudly present their creator in the various great museums around the world such as the Georges Pompidou Centre in Paris, in the Victoria & Albert Museum, the San Francisco Museum of Modern Art etc. (Hollensen, 2009). 3. Select any one of Dyson’s products. What other types of intellectual property may also be applicable? What evidence, if any, is available to support this? James Dyson claims that his success is based “on giving a high priority to design and invention in manufacturing” and his approach proves him right (The Engineer, 2000). Innovativeness in design and strong branding can give the product considerable market advantage. Trade marks provide the permanent legal protection (in case of renewal fees payment) while patents expire after 20 year and protection of design right is valid for a maximum of 25 years. Those market players who use this opportunity and differentiate themselves in the marketplace can count on acquiring the long-term benefits. James Dyson with his dual-cyclone can serve as a great example illustrating the abovementioned conclusion. Though his main patents have already expired of are going to, trademark design and obvious brand recognition from the customers’ side will automatically expend the life of those patents. Other companies may try to imitate dual-cyclone vacuum cleaners but Dyson will always be the only one. Because of the active e-commerce customers are more inclined to branding, and in case of looking for a dual-cyclone vacuum cleaner they will be more likely to search against “Dyson” than “dual cyclone” or “vacuum cleaner”. In the beginning original look of the Dyson’s vacuum cleaner was quite conventional and more functional, and when it gained its unique design then it really took off (The Engineer, 2000). The best way to protect and support the technological innovations is to use not one but combination of the intellectual property tools, for example set of patent, industrial design and trademark (Kalanje, n/y). James Dyson strategically used this method to enhance his innovation and the example of his vacuum cleaner supports such complex approach the best way. Trademark can be especially useful in launching the branches of new products or totally new ones; it can be very a effective tool while breaking into the new markets and extending commercial profits beyond the life of patent (Kalanje). Conclusion Current market is characterized by the expanding pressure from the competitors that reaches even from the overseas. This situation makes the necessity to protect new ideas even greater than before. This need is already recognized by the engineers and entrepreneurs and it makes them take the intellectual property rights into account more that before. The Engineer magazine claims, that it should be admitted that most of the businesses led by research and development are very mindful concerning the protection of their products by registration of a patent, copyright design right and topography right. Nevertheless the are some who are still reluctant from the recognition of the benefits the trademark brings (The Engineer, 2000). The example of Dyson’s innovations and his way to success shows the importance of complex and thorough approach to the protection of one’s intellectual rights. It shows the results of commitment to strong branding which passed the probation by time. Apparently the time only added value and weight to the famous trademark. Hence entrepreneurs, manufacturers and engineers should be more brand-aware and even on the early development stage to look beyond the functions of the product. It is necessary to think through the ways for the functional combination of the unique design and effective marketing and branding methods beforehand in order to encourage demand in the future. The Engineer magazine warns that those who do not accept the advice of perceiving this wider, brand-conscious approach to product development and protection of intellectual property most probably will have to realize that it is harder for them to maintain their market share (The Engineer, Jan 15, 2000) This inevitably happens because, despite the product involvement, eventually somewhere will appear someone, who will look at it with a broader view (The Engineer, Jan 15, 2000). Therefore one of the crucial points for the companies is to become fully aware of the value and significance of their intellectual property. IP should be properly estimated and protected by all possible ways which will eventually lead to enhanced positions on the market and success. References: Bolton B., Thompson J (2004) “Entrepreneurs: talent, temperament, technique”. Butterworth-Heinemann “Can Dyson do the double?” (January 18, 2001). The Engineer. Available: http://www.theengineer.co.uk/in-depth/can-dyson-do-the-double?/274190.article Hollensen S.(2009). "Essentials of Global Marketing". Pearson Education “How to make a mark” (January 15, 2000). The Engineer. Available: http://www.theengineer.co.uk/news/how-to-make-a-mark/288487.article “Innovation cleans up the opposition” (January 15, 2000). The Engineer. Available: http://www.theengineer.co.uk/news/innovation-cleans-up-the-opposition/277609.article Intellectual Property Library. (n/y). Available: http://ip.com/pq-james_dyson_patents-p6.html Kalanje C. (n/y) “Role of Intellectual Property in Innovation and New Product Development”. Available: http://www.wipo.int/sme/en/documents/ip_innovation_development.htm Keats J (December, 2004). Popular Science. Available: http://books.google.com.ua/books?id=fwAAAAAAMBAJ&pg=PA123&dq=james+dyson&hl=ru&ei=LcVvTcv6N4yWOvuV5b0G&sa=X&oi=book_result&ct=result&resnum=8&ved=0CEsQ6AEwBzge#v=onepage&q=james%20dyson&f=false Nigel F. Piercy, (2001) “Market-led strategic change: a guide to transforming the process of going to market”. Butterworth-Heinemann/ “Patents and Registered Designs” (n/y) Available: http://tutor2u.net/business/production/patents-and-registered-designs.htm Uhlig R. “Dyson cleans up in patent battle with rival Hoover” (October 16, 2001).The Telegraph. Available: http://www.telegraph.co.uk/science/science-news/3289194/Dyson-cleans-up-in-patent-battle-with-rival-Hoover.html Wilmshurst J., Mackay A. (2002) “The fundamentals and practice of marketing” Read More